Credit: City of Gold Coast via Unsplash
Tourism and Events Queensland has handed dentsu its offline media buying account, consolidating all media planning, digital and offline buying with the agency under a contract extended to March 2028.
The deal, which runs two years beyond the original agreement struck in March 2023, gives dentsu Queensland a unified media remit across TEQ's activity.
Kim McConnie, TEQ group executive marketing, said the consolidation was about speed and consistency.
"Media plays a critical role in how we build Queensland's brand, drive visitation and support the broader tourism and events industry. dentsu Queensland has proven to be a strong strategic partner, bringing deep media expertise, a collaborative approach and a clear understanding of the Queensland tourism landscape,” she said.
“Consolidating our full media remit creates a more streamlined and integrated model, enabling TEQ to respond to market opportunities with greater speed, consistency and impact."
Central to the partnership is the Industry Media Agency for Tourism and Events (IMATE), a model connecting Queensland tourism operators and regions with TEQ's media capabilities.
Emily Cook, managing director of dentsu Queensland, said the extension reflected the work done since 2023.
"We are incredibly proud to continue our partnership with TEQ and deepen our role in supporting one of Australia's most ambitious and influential tourism organisations,” Cook said.
“This extension reflects the momentum we have proudly built together and creates an exciting opportunity to deliver even greater integration, agility and effectiveness as well as growth for our team.
“We look forward to continuing to drive innovation and impact for TEQ, its industry partners and the state."
The agency's work for TEQ has included the 'Queensland is Bluey's World for Real Life' campaign and the multi-year brand platform 'That Holiday Feeling'.
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